Working With

the MediaAs a Public School

Administrator© Dr. Katy Herbold, Southern Utah

University

Strategy #1:

Build a Relationship

Get to know the members of the press who regularly cover your school, district

or community.© Dr. Katy Herbold, Southern Utah University

Ways to Build a Relationship

• Call and introduce yourself

• Invite them to lunch at your school

• Invite them to photo opportunities

• Call them first with breaking news

• Let them know you will try to help them in their endeavors © Dr. Katy Herbold, Southern Utah University

Strategy #2:Provide Information Regularly

Then they’ll know they can count on it to be there when they have an

opportunity to use it.

© Dr. Katy Herbold, Southern Utah University

Ways To Send Information

Use a Press Release Form.

(Check with the media to see what type of form they prefer.)

© Dr. Katy Herbold, Southern Utah University

Ways To Send Information: A Sample Press Release Form

XYZ School DistrictOffice of the Superintendent

Press ReleaseContact:Your nameYour phone numberFor immediate release:Today’s date

MEDIA ADVISORY:Write a one sentence summary of the information you are sharing in a sort of headline format that will tell

the editor exactly what this is all about. Ex: HISTORICAL SCHOOL BUILDING TO RETAIN CHERISHED FEATURES DURING RENOVATION

XYZville, USA - You will begin your article here. Limit your story to one page. Short paragraphs are advisable for ease in reading. Include photos if available. Xxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxx

Xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx

Xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxx xxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxx x xxxxxxxxxxxxxxxxxxxxxx

Xxxxxxxxxxxxxxxxxxxxxxxxxxxxx x xxxxxxxxxxxxxxxxxxxxx x x xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx

Photo opportunity: Give time, place and directions if you would like someone to capture an event.

© Dr. Katy Herbold, Southern Utah University

Ways to Send Information

Send action shots.

(Pictures of people in action are compelling and help tell the story.)

© Dr. Katy Herbold, Southern Utah University

Strategy #3:

Protect Your People

© Dr. Katy Herbold, Southern Utah University

Ways to Protect Your People

• Know the procedures in your district for communicating with the media.

• Know FERPA and district policy and make sure you know when it is okay to use student and employee pictures.

• Know when to allow access to the campus and/or people.

• Be especially careful about Special Education students. © Dr. Katy Herbold, Southern Utah University

Strategy #4:

Know What They Need

Getting good press for your organization is

easier when you meet their needs.

© Dr. Katy Herbold, Southern Utah University

Ways to Meet Their Needs

Provide stories and information that:• are relevant to their audience or affect many people• are about unexpected events• are “first” time events- locally, statewide or nationally• are trends• are timely• include photographs or other graphics• are just as strong as other current news items

© Dr. Katy Herbold, Southern Utah University

Strategy #5:

What to Not Tolerate

Take appropriate action if you encounter:• regular errors and mistakes in your stories• inaccurate or incorrect quotes• fiction presented as fact• reporters entering school property without permission• one-sided coverage• ignored requests for corrections• yelling or other aggressive, unprofessional behavior• disregard for “off the record” agreements © Dr. Katy Herbold, Southern Utah University

Strategy #6:

Think Before Speaking

Once spoken, words can’t be retracted.

© Dr. Katy Herbold, Southern Utah University

Ways to Think Before Speaking

• Remember that a “no comment” is a safe thing to do. • A “no comment at this time” is better.• A statement like “proper and thoroughly action is

being undertaken and more information will be forthcoming as soon as it becomes available” sounds even more cooperative without taking risks.

• Ask for questions to answer in a scheduled press conference at a later time.

• Be sure that you are the person who should be doing the talking, or is there a protocol in your district that restricts contact with the media?

© Dr. Katy Herbold, Southern Utah University

Strategy #7:

Dealing with Crisis

Beware the ancient curse:

“May you live in exciting times.”

© Dr. Katy Herbold, Southern Utah University

Ways to Deal with Crisis

• Hold a press conference as soon as possible, but only after damagecontrol is in place and the situation stabilized

• Share ONLY information that has been verified• Keep management of the crisis first,

press interaction second• Consider designating one point of contact for the

press, to avoid conflicting and confusing reports© Dr. Katy Herbold, Southern Utah University

Resources

• Blair, J. (2004). Building bridges with the press: a guide for educators. Bethesda, MD: Education Week Press.

• CBS News (2006). http://cbs2chicago.com/video/?id=26439@wbbm.dayport.com

• Carr, N. (2006). To Blog Or Not to Blog. American School Board Journal, November.

• Elliott, C & Taylor, D. (2006). Leading in the worst of times. Educational Leadership, September.

© Dr. Katy Herbold, Southern Utah University